Underdog Fantasy announced it has selected Optimove, the leading CRM Marketing platform for the iGaming sector, as the brand’s solution for AI-led segmentation, orchestration, and personalization at scale.

Underdog Fantasy has enhanced its CRM marketing strategy with Optimove’s advanced AI marketing capabilities, reducing the complexity of large-scale marketing operations.

Underdog Fantasy gains four vital capabilities from Optimove’s CRM Marketing solution that underscores its commitment to elevate player experiences:

• In-depth customer insights: access unified customer data to create as many creative customer segments as they desire without relying on other teams.
• Smart Orchestration: freed from manually mapping every customer journey by combining AI with business rules for smart multichannel orchestration.
• Enhanced marketing attribution: measure the incremental impact of each message along the customer journey, enabling true multitouch marketing attribution.
• Personalization at Scale: empowered to personalize each marketing message’s audience, channel, and content levels with seamless and scalable tools.

Underdog Fantasy’s platform is available in 41 states and Canada, making it a significant competitor in the fantasy sports landscape.

“We are honored to be chosen by Underdog, a clear leader in fantasy sports. They are a dynamic company in the sports iGaming industry. We are excited to support their strong momentum and rapid growth with our tools and capabilities. We will empower Underdog Fantasy in delivering personalized, tailored experiences to each player based on their preferences and needs. Our advanced AI-driven features align perfectly with Underdog’s growth-focused approach. Our comprehensive CRM marketing solution, enhanced by four cutting-edge AI capabilities, is geared to ensure Underdog Fantasy creates highly personalized customer journeys, fosters loyalty and trust, and maximizes the players’ lifetime value,” Tomer Imber, Senior Director of Sales at Optimove, said.

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“Optimove’s advanced AI-driven marketing solutions will help empower us to create tailored, meaningful journeys for each player, building trust and boosting loyalty. It supports commitment to providing the best experience for our players. As we continue to grow and expand our presence in the sports gaming industry, we recognize the importance of enhancing our capabilities to meet players’ growing expectations and prevent marketing fatigue,” Liz Marro, Chief Marketing Officer at Underdog Fantasy, said.

DraftKings has announced the launch of DraftKings Pick6, a new peer-to-peer fantasy sports variant. The product has launched in six states initially: Maryland, Minnesota, Oklahoma, South Carolina, Tennessee, and Wisconsin. It features player picks for NFL and NBA contests.

“For the past decade, DraftKings has defined innovation in fantasy sports. Pick6 is the next great example of that innovation—this is a homegrown, peer-to-peer product that taps into our customers’ desire for fun, simple-to-play experiences tied to their favorite athletes. We are excited to give our customers another way to experience live sports by competing against each other,” Corey Gottlieb, Chief Product Officer of DraftKings, said.

As with all DraftKings fantasy variants, Pick6 customers will compete peer-to-peer for guaranteed prizes. The product is simple: customers can build a lineup of two to six players from two or more teams, choosing more or less of a statistic for every athlete on their team.

Additional features within Pick6 will accompany the streamlined core gameplay, including a dynamic “My Picks” functionality that allows customers to monitor their submitted, live and finalized picks. Lineup edits, addable funds and real-time performance tracking are also all part of the product interface.

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While Pick6 is DraftKings’ latest fantasy sports variant, the company also recently revealed “Progressive Parlay” as an upcoming new and more inclusive feature within its top-rated sports betting product. Progressive Parlay is a regulated sports betting wager made against the house that involves placing a parlay bet on player props, with a chance to win even if one or more legs of the parlay lose.